Diagnosis of user pain points reveals quick wins that help reduce the burden on Wiley’s CX team by 80%.
Prior to implementing our recommendations, Wiley’s CX team had to staff up each term to meet a swell in student support requests caused by a problematic registration process. Among the pain points experienced by their users were difficulty finding where to enter registration codes and trouble accessing a free trial. Wiley initially believed a complete redesign would be required, but by talking with their CX team and conducting user research, we identified a much more streamlined set of improvements that achieved results more quickly and cost-effectively.
Highlights
Facilitated discovery research
To truly understand student pain points, Openfield interviewed the CX team and then observed students using the existing registration process across 28 usability testing sessions.
Identified opportunities
We recommended 12 key UX improvements where modest, targeted changes could make a huge difference in the student experience.
Delivered and validated quick wins
UX improvements were designed and validated to eliminate confusion, clarify next steps, and communicate options more clearly — without a full rebuild.
Results
80%
reduction in support tickets
81%
free trial conversion rate
68%
free trial conversion rate increase from previous design